Veralab: A New Chapter in International Beauty
Italy’s Veralab, a popular beauty brand, is preparing for a significant leap onto the international stage. Founded by Cristina Fogazzi, a social media personality, the brand has experienced astounding growth since its inception in 2015. Now, as they unveil their new offices in Milan, CEO Paolo Deponti emphasizes a strategic pivot in their journey from an indie brand to a structured company poised for global recognition. This expansion signifies an exciting transformation for Veralab and its future.
The first step in Veralab’s international ambitions targets Spain, where they’ve secured an exclusive distribution agreement with El Corte Inglés. This partnership enables the brand to launch in 25 department store locations, beginning with Madrid this October and subsequently in major cities like Barcelona and Bilbao. This physical presence is crucial for Veralab, especially as community-building remains a fundamental aspect of their identity. Last year, the brand trialed its online presence in Spain to build brand awareness, and the overwhelming positive response has prompted a shift to meet demand with in-person retail experiences.
Veralab is not only expanding its international footprint; the brand is also accelerating its presence in the Italian market ahead of its 10th anniversary. This year, they are opening ten new stand-alone stores across Italy, adding to their flagship locations in Milan and Rome. Cities like Padua, Turin, and Bologna have seen Veralab locations open over the past few months, with plans for pop-up stores in major areas, including a flagship in Milan set to launch during the city’s Beauty Week.
As part of a strategic effort to create a robust omnichannel presence, Veralab has also broadened its retail partnerships in Italy. Collaborating with prestigious stores like Rinascente and various perfumeries has allowed it to reach over 1,000 sales points. Paolo Deponti’s expertise in omnichannel strategies from previous roles in renowned companies like Sephora and MAC Cosmetics has shown in Veralab’s success, with remarkable online sales figures putting them among top multibrand marketplaces.
Veralab’s growth trajectory has been impressive, with total sales seeing significant increases, especially post-pandemic. From a remarkable €55 million in 2020, sales continued their upward trend, reaching €75 million in 2024. The brand’s success story, rooted in Fogazzi’s relatable and inclusive messaging, has resonated with customers. Her journey from a beauty blogger and salon owner to launching Veralab has cultivated a loyal following, engaging over one million Instagram followers who appreciate her body-positive approach.
Investments in Veralab have drawn attention from private equity firms, marking the brand as a notable player in the European beauty landscape. Peninsula Capital, a European private equity company, acquired a 30% stake in Veralab’s parent firm, highlighting the brand’s potential for growth. With a strong foundation in one of the world’s most competitive beauty markets, Veralab is ready to evolve into a leading force in European beauty, driven by Fogazzi’s entrepreneurial vision and a commitment to inclusivity. As they embark on this exciting chapter, Veralab is set to establish its mark on the international beauty scene.